Cardoso, ElizabeteCádima, Marta Cristina de Sousa Ferreira2019-05-132019-05-132019-01-17http://hdl.handle.net/10362/69487Nowadays, the concept of brand is highly related with communities – brands’ success is no longer relying just on a product benefit; instead, they must create its own culture. In addition, being customer-centric is increasingly important for companies, as building engaging relationships with customers is a source of customer loyalty. This Work Project consists of an analysis of PCDIGA’s current brand identity and positioning, and of the brand image held by its customers. Due to an identity-image gap, an updated brand identity and positioning are suggested. Moreover, as PCDIGA is a multichannel retailer, online and offline practical recommendations are made.engMultichannel retailerBrand managementCRMmaster thesis202223965